瑞风,错位营销决战全国

如何有效进行精准定位,采取与竞争对手定位截然不同的错位营销决胜市场,这是企业面对强大竞争对手实施营销创新最终得以取胜的法宝。     

被调查者在市场调查过程中的权利

在分析市场调查与被调查者的关系的基础上 ,结合我国《消费者权益保护法》,重新提出了被调查者在市场调查过程中应受到保护的权利和应尽的责任     

面向可持续发展的会计模式变迁

旅游饭店业和其他工业企业一样 ,也存在污染和资源浪费问题。本文主要指出了当今中国旅游饭店业的现状和面临的环境保护问题 ,阐述了实施绿色营销的必要性 ,探讨了实施绿色营销的思路和方法。     

电子商务的发展对市场营销的影响

电子商务正在逐渐改变着传统的商务模式。电子商务的发展改变了市场营销的环境,影响着消费者的消费行为,进而使得企业的营销理念和营销管理中心发生着转移。     

论遗产型目的地营销--以四川省乐山市为例

旅游目的地的营销在世界范围内已呈现出日益激烈的竞争格局，并逐渐形成多样化的专业细分市场。本文以乐山市为例，分析了该世界遗产地从落城市20年来的旅游营销策略和方式的变化过程的内在机制，指出了该遗产型目的的地营销的发展趋势。     

4P、4C与4R:交易费用经济学的视角

4P是经典营销理论的核心内容之一。随着经济、文化和技术的全球化与区域化不断发展,市场竞争异常激烈,顾客在大部分领域取得了绝对的选择权,营销理论随之出现了4C和4R等“崭新”内容。从交易费用经济学的角度看,4C和4R不是对4P的替代,而是一种重要补充和发展。     

关于我国企业目前实施CRM的理性思考

在绝大部分市场领域中 ,顾客已取得绝对的支配权。作为一种新兴的竞争手段 ,客户关系管理 (CRM)正备受瞩目。然而 ,作为一种先进的管理技术 ,ERP在中国的实施情况至少可以说是远远低于理论界和企业界的预期 ,ERP是CRM的物质和思想基础 ,同时CRM相对于ERP的实施具有更大的不确定性 ,这一不确定性主要来源于市场的不确定性。面对CRM的兴起 ,我们是否必要、是否有能力引进和实施CRM系统 ,还需要对实施CRM的成本收益和环境约束作出详细的分析。     

Measures of Marketing Success: A Comparison Between China and the United Kingdom

Despite the importance of assessing business performance, there is little research on the measures used to evaluate marketing effectiveness. This paper replicates in China some UK research into the relative importance of categories of marketing metrics, e.g., financial and non-financial, customer and competitive. The Chinese results are compared with those from the UK. In China, respondents saw financial metrics as less important than their UK counterparts and they appeared to be more marketing oriented, but the difference of consumer orientation across departments of firms in China appears larger than in UK. In both countries the importance given to metrics categories were consistent with orientation, while in China there is no relationship between consumer orientation and the important of direct customer metrics as in UK, but the relationship between competition orientation and the measurement of direct customers was found in China.     

The coexistence of transaction and relational marketing: Insights from the Chinese business context

Transaction and relational approaches to marketing have been promoted as alternative forms but recent evidence suggests that they may coexist. We explore this in the context of China. If firms operating in a highly relational society, such as China, exhibit transactional behavior, these two approaches must be compatible. We argue that Chinese values give rise to business practices consistent with both transactional and relational perspectives. These are summarized in six propositions for research. Theory building and managerial practice could benefit from thinking in terms of how elements from the two perspectives can be brought together rather than remain as alternatives.     

Organizational resources enabling service responsiveness: Evidence from Greece

This article examines the implementation of relationship marketing strategy based on a sample of business-to-business firms operating in Greece. Organizational resources, including a focus on learning and flexibility/adaptation in strategic planning, are demonstrated to be antecedents of effective relationship marketing strategies. The possession of these resources lead to superior customer performance (as measured by customer satisfaction and loyalty) and, ultimately, superior financial performance (as measured by profit levels, profit margin, and ROI). Our results provide support for the development of organizational resources that foster and enable relationship marketing in business-to-business environments since such resources are linked with improved firm performance.